I will be analysing Britney Spears's music video 'Womanizer' and applying the seven points of Goodwin's Theory were necessary. Goodwin's Theory consists of seven points, these include the following;
Music videos demonstrate genre characteristics.
There is a relationship between lyrics and visuals.
There is a relationship between music and visuals.
The demand of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
There is frequently reference notion of looking and particularly voyeuristic treatment of the female body.
There is often intertextual reference.
Whether the video is primarily performance, narrative or concept based and how elements of each is used within.
Below is the video 'Womanizer' by Britney Spears;
Genre characteristics can be defined as the different elements that come together in order to make a music video. These different elements can then be used to identify what type of category the music video falls under. The video 'Womanizer' follows many different aspects of the Pop genre which the artist Britney Spears is known for within the music industry.
These different elements include the use of costume, lyrics, dancing, the artist being well known within the Pop industry as well as the overall feel of the music video that is portrayed to consumers of being a Pop video. The different costumes throughout the video that are used show that the artist is outgoing and likes to be involved with the production and making of the music video no matter what costumer she has to wear. This is another thing that draws in consumers and makes them want to know about the artist and the music they produce. In conclusion to this genre characteristics enable the audience to relate to the song and create a link between the artist and the genre there music is made to appeal to.
There must also be link between lyrics and visuals so that consumers have the correct perception of the artist and the music they produce for a mass audience to see. Lyrics and visuals must link in together for any music video to make sense. For example if the music being sung by an artist is sad and is about love, relationships and breaking up then to target a mass audience consumers would expect to see something on screen that the lyrics can relate to. For example; a male and a female having an argument, this will then give a clear indication that something is not right which can then be related back to the lyrics in the song. By doing this it also makes the song more emotional as the audience will experience what the lyrics are about and not only what order to words are put in.
Moving on, music and visuals also play a big part in any successful music video and is similar to lyrics and visuals. However, music and visuals is more focused on the use of instruments and what consumers can hear in relation to different tones throughout the music which again also sets the scene for any video. As well as this if music and visuals do not relate then consumers will become confused with what they are watching and may not watch any other material produced by that artist. This will then lead into word of mouth on the different thoughts of the video and in the long term may effect sales and viewings. In Brtiney's video above lyrics and visuals match as well as music and visuals this is because as the song goes on the audience are able to see the narration behind the lyrics and the acting which makes the video seem real. In conclusion to this Britney Spear plays all the different female roles in the video and acts out the name of the song which is 'Womanizer' this makes the song easy to relate to and will attract a wide target audience.
Record labels will include lots of close ups of the artist they are filming for a music video. The reason for this is so that the audience can be clear who the performer is and what song they have just released. In any music video where the artists are playing a role close ups are a form of identifying an artist and showing off what they have just produced. In the video above there are many close ups of the artist and throughout all of her work this has been demonstrated so that a link can be made between the artist and the music they produce. For example in the video above a close up is shown of Britney as she is acting each one of the female roles. This allows the audience to see where the artist is at all times throughout the video.
In many videos producers display the female body of an artist in a voyeuristic treatment. By doing this as a female artist will not only appeal to females who aspire to be like her but it will also attractive the male market for the apperance of the artist. Throughout the video Britney is shown naked as herslef as quick cuts to break up the different shots in the video.
As well as this intertextual referencing is used to promote different items that have been released. An example of this is in the video a Nokia phone is being promoted as there is a particular shot that displays the phone. This is done in agreement with the producers and managers of the artist as well as with the designers and promoters of the phone.
Then finally, if the video is performance, narrative or concept based. This music video contains all three elements stated above. The video is performance based due to the artist taking part in the production of the video as well as acting out different roles in the video. It is then narrative based due to the storyline of the video which consumers are able to tell from the title of the song, 'Womanizer'. The video shows the same male throughout the video with different women all acted out by Britney Spears. This enables the audience to create a link between the title of the song and the acting in the music video. Moving on, the video is concept based as it is giving a message out to a mass audience which is that men are sometimes 'womanizers'. In conclusion to this the video is very successful with many viewings and sales figures behind the release.
There are many different types of genres within the music industry that some consumers prefer over others. Below is a list of all the different types of genres available within the music industry and some artists that are well known within each genre.
-Pop – Britney Spears & Madonna
-Hip Hop – 50 Cent & Lil Wayne
-R ‘n’ B – Ashanti & Usher
-Rock – Guns ‘n’ Roses & The sex pistols
-Indie – Florence and the machine & The Hoosiers
-Folk –The rooftop singers
-Classic - Ludwig Van Beethoven
-Funky House – Crazy Cousins & Donaeo
-Dance Music – Eric Prydz
-Garage – Artful Doger
-Bashment – Collie Buddz
-Dancehall – Beenie man & Movado
-Reggae – Damian Marley & Bob Marley
The purpose of a music video is to show the audience what the artist is about as well as creating a direct link between the audience and the artist. It is also a good way of promotion and getting to know about different artists as well as existing ones and what music they are producing. Here are some points why music videos are created:
-It is used as a market tool to promote an artist or song.
-It is a short narrative or representation of the artist.
-To attract a particular target audience and gain their interest.
-To identify an artist/group.
-To make consumers buy into artists lifestyles.
-To show the different generic conventions of a genre and music video.
-For the audience to remember the music song.
-To make a song available to a wide audience.
-To show more about the artist for consumers to relate to.
-The audience request music videos.
-To build a relationship with the audience from the artists.
-For the audience to understand more about a song.
Once all of these different elements are used and put together only then will an artist be successful and target the correct markets. If any of these elements are not looked into correctly then it may have an effect on the launch and career of a new artist or an existing one.
There are three different types of music video's that follow different categories of portraying an image to consumers. These categories are; narrative based, concept based and performance based.
Narrative Based:
This can be defined as telling the audience a story through a music video. This can be done by the storyline of the music video and the conventions that make the video seem story based.
Concept Based:
This can be defined as selling the audience an idea or theme. Moreover artists can use their music videos as a way of showing the audience something new and innovative which is again portraying an idea to viewers.
Performance Based:
This can be defined as an artist who not only sings but dances as well making the overall experience of watching a music video much more exciting and enjoyable.
Some music videos explore these different categories by mixing them in together, whereas other music videos concentrate on one category as a whole.
Christina Aguilera is an artist that has used all three categories within her music videos, an example of a video that has done this is 'Beautiful'. This song sends out a message to consumers that everyone is beautiful which follows the element of a concept based video. She also sings in the music video which makes it performance based and finally it then becomes narrative based due to the different roles being played throughout the video.
I will now be analysing the different elements that make this music video so successful that any target audience and market segment can relate to because of the narration of the video. Firstly I will be looking into detail of the concept based element and how people have different perceptions on personal image. The message in the song is that everyone is beautiful and deserves to feel good about themselves. Moreover the concept challenges the stereotypical views of individuals. An example of this is that everyone should be slim. This image shows a young girl looking at herself in the mirror, if you look closely you are able to see her ribs which is an indication of how skinny she is. This allows the audience to create a link between the mainstream perception that everyone should be slim in order to be successful and recognised. In conclusion to this Christina sings about being beautiful and unique and is demonstrated through each characters role play within the video. This music video towards the end embraces what people should feel when it comes to their own style, looks and personality. Moving on, the video then is narrative based as the audience are able to follow the different characters in the music video. For example the man during the video who then dresses as a woman feels better about himself towards the end of the film when he is all done up as a woman. This leads me to conclude that everyday individuals who watch a storyline like this are able to create a link with the way the man feels in the music video. This also brings the element of a concept based meaning, that everyone is beautiful and is portrayed throughout the entire video. Finally, the last element which is the performance based category is shown throughout because Christina Aguilera is shown singing the song from start to end. This lets the audience know that an iconic star such as Christina have open views about being attracted to the same sex and being a man dressing up like a woman, which are two of the roles played throughout the video.
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Generic Conventions can be defined as what consumers expect to see in a specific genre and style of performance. For example in a girl group consumers would expect to see them dancing a lot while singing as part of an average style of performance. Consumers would also expect that the music videos produced are performance based and narrative based (e.g. for a love song, a love story has to be shown to back up different lyrics and scenes within a music video.) The generic conventions of a music video include, singing, dancing, different types of lighting, interesting quick camera shots and the artist/s to play a role within the music video. Each of these aspects differ from the type of artist and the genre they fall under. For example; a Hip Hop artists music video will be very different from a Rock music video as consumers expect to see something different. The generic conventions of an R 'n' B music video are a lot of dancers, upbeat background music, different use of lighting, costumes, hair & make-up, facial expressions, body language, a performance based element as well as a concept based element. As well as this intertextual referencing is used throughout a lot of music videos to promote brand names and new products that have come out. A prime example of an R 'n' B music video that follow the generic conventions consumers expect to see is a video by Usher, 'Yeah'.
This music video is set in a club and has catchy lyrics that consumers are able to sing along to, as well as this Usher is a well known artist that consumers aspire to be and as a result of this it is expected from Usher that his music videos follow the conventions of an R 'n' B music video. Throughout the video the artist is following the performance based element as he is singing and dancing to his own music. This is an element which I would like to follow in the creation of my own music video as the artist I have chosen is an artist similar to Usher. This has lead me to conclude that I will have to use different lighting a camera shots to make my music video connect with the audience watching it. Moreover the camera shots are always changing constantly so that the audience always have something different to focus on making the video more interesting, this is also an aspect that I will need to take into consideration if my music video is to be successful.
I will now be discussing the generic conventions of a Girl Bands music video. A girl bands music video is very different in comparison to an R 'n' B music video, the reason for this is because consumers have different needs that have to be met in order for them to enjoy the music they are listening to. As a result of this it makes a separation between the two genres in the way it targets consumers and draws them in to continue listening to a specific type of genre. The conventions of a girl bands music video are again that it follows the element of a performance based concept. Girl bands are usually singing and dancing and it is again expected of them as the consumers that listen to this genre enjoy watching artists getting involved in their own music. As well as this many music videos in this genre follow a narrative based element and tell a story to the audience through lyrics and dancing as well as acting. Some of these conventions include; different costumes, hair & make-up, role play, different camera shots, the use of props and different lighting effects. A music video that demonstrates this is by The Saturdays, 'Up'.
This music video is an example of a girl bands music video that has been very successful and has gained a solid fan base for the artists. Each girl has their own identity and is shown through the colour of their tights and there microphones. This music video was one of first videos the group did and has started off their career. Throughout the video all the girls are dancing and performing to the audience which is a main aspect that is expected from girl groups. This video was also an experiment on how the group would be seen to the public for the first time and how they will be represented as a group. This is why it was important to show each girl individually to the audience so that they can be associated as different personalities in the group. This video contains different camera shots again and different editing styles that will keep the audience watching the video. The main purpose of any video is to keep consumers wanting to watch what they are being shown.
I will now be stating the conventions of a rock music video and what makes consumers constantly watching artists in that genre. The conventions of a rock music video can be seen as rough, edgy and feisty. These aspects are what consumers enjoy and look forward to when watching a rock music video. Rock videos also contain quick shots in the same location which tends to be on a stage performing. As well as this rock videos do not tend to have a lot of different editing styles. They are more straight to the point focusing on the artists in the group rather than the different styles that can be portrayed. The editing styles that are used in a rock music video are quick and do not last long whereas in a Pop music video, lots of editing styles are used to build on what consumers want and expect to see. An example of a rock music video that follows these
conventions is, 'Sweet Child O' Mine' by Guns N' Roses.
This music video is by a band that are very well known within the music industry and are an inspiration to many artists and groups in today's society. The video follows the editing styles I have stated above and the scene in which it is set (on stage). This allows the audience to have a clear indication of the genre and the music it is in. Throughout the video different sections are in black and white which gives the feel of an old story. As well as this the video is again performance based due to the group singing and dancing on stage. Most if not all videos contain this aspect due to artists wanting to create a link between them and the audience.
Now I will be analysing boy bands and what conventions they follow within their music videos. I will be using the boy group, The Wanted and their song 'All Time Low'. This music video shows some of the same conventions as a girl group.
Throughout this music video each band mate is dressed in the same colour clothing to show that they are apart of a group. As well as this a lot of establishing shots are used at the beginning of the video to show where the video is set. The band mates are also following the performance based element as they are singing and dancing to their song and putting on a show for the audience watching the video. Moreover the camera shots are always changing and show each member of the band so that each individual gets coverage throughout the video. The lighting throughout the video also changes showing different stages in the music and are put in line with different verses.
Rap and Hip Hop music is very similar and are very different from the music videos I have analysed above. In this genre a lot of swearing is used and can be seen as offensive. A lot of music videos in this genre are also seen as aggressive due to the body language and the facial expressions used within the music videos. Moreover artists in this genre are in competition with one another which and they are not afraid to make it known to one another. artists such as 50 Cent and Ja Rule are rivals and again are not afraid to make references in their music. Other conventions found in this genre is usually dark clothing and a tough perception being shown to the audience. A good example of an artist who shows these aspects is 50 Cent and his music video 'Many Men'.
This video is a prime example of how artists within this genre want to be perceived as. A lot of low key lighting is used to add on effect and build tension. As well as this it creates a representation between people being scared of the dark and embracing that and using low lighting in a music video. Props is also a big aspect in this music video as guns are used which creates a link between violence. This is one of the main conflicts with consumers and artists within this music industry as parents and carers usually do not want their children to be listening to this type of music as it may influence them in the wrong direction.
I will now be analysing a song by Kelly Rowland which is called, 'Stole'. This music video follows the three elements which I have stated above; Performance, Narrative and Concept based elements. This music video is performance based due to the artist singing and taking part in the music video itself. This allows the audience to build up a relationship with the artist. It then also becomes narrative based because the music video is telling a story to the audience. Then, finally it becomes concept based giving out a message that life is stolen when people pass away. Below is the link of the music video that I have analysed;
It follows the purpose of music videos because it follows the three elements that make any music video successful. As well as this it also includes different locations and roles that are played out by different characters which enables the audience to relate to video. It also shows off the artist and the meaning behind the lyrics, this song is also very emotional and is portrayed through the storyline. Throughout the video, the artist is shown enough so that consumers watching the video do not loose sight of the reason for the song. The style of the music video follows a number of conventions and Kelly Rowland is known for being an R 'n' B artist. Throughout the video a number of different lighting effects are used as well as mise-en-scene elements. The style of the music video is mainly narrative based due to the storyline being portrayed to the audience. The lyrics in the song match with what is happening on screen which makes it easier for the audience to relate to. As well as this the video is very realistic which means that Kelly's fan base will grow due to real life tragedy family members being able to relate to the song. The generic conventions of the genre is a performance and narrative based element which is met in this music video. Conventions also include lighting and different camera shots that will always keep the audience entertained and interested in what they are watching. In the R 'n' B genre the music is usually upbeat and is something people can dance to, however this song shows more emotion and a different side to the artist. This has gone in favour for the artist due to the high amount of viewings the video has received as well as music sales.
The generic conventions of the music video are not what consumers would expect from an artist such as Kelly Rowland. Her music is mainly up tempo tracks that you are able to dance to. On the other hand it shows that the artist is versatile and will still have a good fan base even if the song is not what consumer would expect from Kelly Rowland. Having said that some conventions such as costume, hair & make-up, lighting and editing are done in the same way that other R 'n' B music video are. For example their is a lot of straight cut edits used to change from scene to scene which is done in many other music videos as well. Finally, the target audience for this video is for males and females, however the majority females due to the emotion of the song. The age range is between 13-35. The song targets a wide audience as it challenges everyday life patterns that occur and is represented through lyrics and the visuals of the music video.
Censorship can be defined as the suppression of speech or deletion of communicative material which may be considered harmful, sensitive, or inconvenient to the government or media organisations as determined by a censor.
There are different types of censorship some are self-inflicted that are a joint decision of the artist and the music label in control of the artist. However the government have put into place an organisation called ‘Ofcom’ who is an independent organisation created by the government to control and govern what is broadcasted on TV and aired on the Radio. It stipulates what can and cannot be shown. Self-censorship can be put into place by the artist and the music label to avoid negative publicity which may lead to a bad reputation going against the music label and artist, this then may affect sales figures which is the opposite of what music producers and artists want to achieve. Censorship can be argued in different ways as some people believe people of a certain age should be protected from violence, sexual references and political/religious views. On the other hand it can be argued that others think it is an art and should be seen as a form of expression. As well as this there is lyrical censorship which ABC Radio put into place from the 1940’s. Finally, there is also political censorship which was put into place when the ‘Sex Pistols’ released their single ‘God save the Queen’ which was released by Virgin records on the 27th May 1977. The reason the song became censored was due to the lyrics in the song which some found offensive towards the queen.
I will be using Eminem as my example artist in this case and if censors should be put into place for some of his music videos as they contain strong language and other references some may find offensive. I will be debating the different points of view that can come from different organisations and people. Firstly, I will be debating the side of the artist which is Eminem. Eminem may feel that he does not want his music videos to be censored because it is the only way he may feel he can express himself. Moreover if people enjoy his music then it is their choice to listen and watch his videos whereas if someone does not like what he produces then they have the option of not watching it. It can also be argued that censorship can ruin the song and the lyrics which consumers enjoy. In music videos and songs the offending lyrics used within are cut out which means there is a short precise break between the songs. Fans also understand the type of lifestyle the artist lives, this leads me to conclude that it is a way of creating a link between the audience and the artist referencing what they have experienced in the past through choices the artist has made and past relationships. If censorship was then put into place the artist and their target audience may lose their common link and relationship between the artist and fans which could have an effect on music sales and profit margin. For example, Eminem's song 'Just lose It' was censored due to the music video suggesting private issues of Michael Jackson, another very well known artist.
The way Eminem uses language shows the audience the type of artist he is and references his everyday lifestyle as well as this, a true artist is represented by what they produce without misleading consumers. It also plays a big part on the parents of the audience that enjoy listening to his music however they should intervene if they feel the lyrics and music videos are too much for their child/children to be watching or hearing. If this is the case then a lock can be put into place on certain channels preventing their child/children watching what they do not want them to watch. This can also be done on the Internet by blocking certain websites such as YouTube that will allow anyone who has access to the Internet to watch the content of a video. Finally, again the main song that was censored was ‘Just lose It’, the reason for this was because of the content which the lyrics included. This song was censored on MTV and other radio stations because they felt the content was too inappropriate for viewers.
I will now be debating the views of Eminem’s fans. It can be argued that swear words are only words and they cannot hurt or bring any harm to anyone. It is also a form of expression which ordinary people use on a daily basis. This also allows a link to be created between the audience and the artist. When Eminem’s song ‘Just lose It’ was censored on TV it was due to the visual sections of Michael Jackson portraying rumours that have been publically followed up on within the press and police. This section of the music video meant that Michael Jackson was getting a bad reputation for the fun of producers who made the music video 'Just lose It'. Finally, there is a big difference between the lifestyle Eminem lives and the fans who listen to his music. This has lead me to conclude that fans only listen to the lyrics in the song and do not follow anything from Eminem’s lifestyle. Swearing is also a part of everyday life culture right now and is a convention from the Hip Hop genre which is the genre Eminem falls under.
Eminem owns his own record label which is called ‘Shady Records’, this means he is free to make his own decisions on what he feels is best for him reaching his highest potential in regards to sales figures and keeping his fans happy. As a result of this EminemEminem is also an individual artist who many consumers can build up a relationship with. This means there is a gap in the market for the individuality of Eminem as his songs are a reflection of his past life as well as future. He can also be seen as an idol due to the fact that he was the first male white rapper that ever made it successfully within the music industry. Record labels enjoy what Eminem has to offer and can see his potential for his musical abilities. Eminem has also experimented with other aspects of entertainment industry such as films. He stared in the big release, 8 Mile which was a blockbuster. This film shows the true reflection of Eminem and his past life that again allows consumers to relate to him further. The film 8 Mile however did have to have a censorship age attached due to the storyline of the film, the censorship for this was a certificate age 15.
Moving on, I will be debating the different sides of what parents think is correct in this case (for and against censorship).
For:
There are different points that can be argued about when it comes to the censorship of Eminem’s songs. One reason censorship should not be put into place is because his lyrics contain the truth about everyday life and the struggles the world has to offer, this can be used as a tool of making the younger generation more aware of what they are growing up into. As well as this it can also be argued that Eminem is a role model for working hard in succeeding were he is today and who he has become. This can be seen as motivation to want young children to aspire to be something and do something good with their lives. Eminem is also a unique and individual character that many consumers can relate to; this means Eminem can be seen as hardworking in getting to where he is today. Moreover, Eminem refers to his children and past events that has happened throughout his life, this shows the audience that he is not afraid to open up about his feelings which can again influence others to speak up about any problems they may have in order to get help or support. Finally, censorship should not be put into place because it is showing young people how to express themselves through music, this can be seen as a particularly good tool for young people with anger issues. In conclusion to this anger can be let out through music which is again going to be used for the good. Lastly, if parents do not want their children to watch or listen to Eminem then something can be done about it, for example putting a ban on certain channels and on certain websites to prevent their children being influenced by any artist.
Against:
On the other hand it can also be argued that censorship is a good thing as it may upset individuals from some of the language used within a song and different types of referencing for example drugs. It can also be argued that teenagers are very easily influenced by what they see and hear this may give off the impression that you can take drugs etc and still live the luxury life of a rap artist. Moreover, from being seen as an idol the different situations that are portrayed in music videos can be copied by a fan if they aspire to be like Eminem. For example, this could encourage teenagers to join gangs, take drugs and carry weapons on them. Moreover children can get a bad reputation for listening to a specific artist which may lead to bullying at school or other issues that can be avoided. It can also be argued that certain Internet websites and channels cannot be blocked in which case parents will have no control on what their children are watching on a day to day basis.
In conclusion to both sides of the argument it comes down to parents deciding on what they want their children to watch and what not to watch, when it comes to being aired on the radio parents have no control of what can be played out to listeners however all swear words are cut out in any song that has made it to air. An example of a song that has been censored is by Travis McCoy- Billionaire ft. Bruno Mars. There are two versions to this song one which is a radio version and the other which can be downloaded or bought by consumers who have the choice to listen between the two.
I will now be analysing what music channels think about censorship when it comes to Eminem’s music. I will be using the main music stations that promote rap artists, these include MTV and AKA. MTV has chosen to censor all of Eminem’s music videos due to the level of explicitness. This is due to the reason that MTV is a very well known music channel and do not want to offend anyone who watches their show as they main gain negative press as well as a bad reputation from viewers. On the other hand AKA is a less well known music channel and is known for playing mainly Grime and Rap music videos. In this case AKA do not censor their videos because it is up to viewers if they want to watch the music channel or not. It can also be seen that Eminem is not a star but an artist who uses music as a way of expressing himself, in which case he should express himself how he knows best which is through rapping. Finally, the audience have come to know and expect what kind of music Eminem produces as well as the types of words he has within his lyrics so it should come as no surprise as to what content can be found within his music.
Different rules and regulations will need to be followed within music videos as there are laws that need to be abided by if a music video is shown to a wide audience. Censorship comes under the category of rules and regulations because some of the content on display to the audience can be seen as offensive. This means that for an artist such as Eminem all of his music videos need to be censored due to the use of language and referencing he uses within his work. As well as this when making my own music video I will also need to follow different rules and regulations of censorship so that consumers can feel comfortable when watching something. For my artist, ‘Shani’ some of her lyrics may be seen as offensive which is why I need to carry out research on what consumers have come to expect from a reggae artist.
The definition of subculture is a group of people who are united through a common value, system and tastes; for example, clothes, music, politics etc. As well as this it can be defined as a group of people who are positioned outside of the mainstream who go against what the mainstream represent.
I will be stating and researching into what my artist, Shani’s values and beliefs are as well as what subculture my artist will need to target. Shani is a reggae artist who is not very well known within the music industry however as she is getting bigger and starts to produce more music she will have a high demand for the music she produces. The subculture my artist will be trying to target is consumers that enjoy reggae music and are considered as part of the mainstream representation. Lady Gaga is an artist who goes against the mainstream and what they believe. This has gone in favour for Lady Gaga as she is the most individual artist around at the moment within the music industry. In conclusion to this while following the subculture of the mainstream artist they are more likely to be successful whereas artists that do not follow the mainstream have more of a chance of being unsuccessful due to not having a target audience to market to. Shani follows the beliefs of working hard to get to where you want to be and she is portraying this by getting her music heard through YouTube.
I will now be analysing more beliefs and values of Shani, throughout her lyrics she displays different emotions that will allow listeners to relate to her. For example throughout the song she talks about lust, love, sex, materialistic items and relationships she references it so that it will appeal to reggae music listeners. Lust is defined as a craving for sexual intimacy, sometimes to the point of assuming a self-indulgent character. She uses lust throughout her lyrics when she says ‘Boy you wan fi just squeeze me’. This automatically means she is following the mainstream perception of all other artists due to the fact that lust and sex is referenced to throughout all types of music and genres. Moreover love can be defined as a strong positive emotion of regard and affection. She also displays this throughout her lyrics ‘Put your arms right around me’ which also creates a link between lust and love which are both referencing the same thing and following the mainstream perception.
Shani has made it clear that she does not mind her lyrics being sexual as she says 'Cock up mi bump up a boomboomboom'. This creates a link with sex and what the music industry has now come to reference throughout all different types of genres which is once again following the mainstream perception. Materialistic items can be defined as items that make others happy. Materialistic goods are portrayed throughout most music videos and in this case Shani has used it in her lyrics. This again shows what the main perception of artists include within their work. Shani says, 'I a bike'. This is referencing an expensive item which many consumers may aspire to own. Finally, relationships are a big part of the music industry as most artists talk about relationships, love, drugs and sex in different aspects and content. Relationships can be defined as a state involving mutual feelings between people or parties. This has lead me to conclude that Shani overall is not an individual artist such as Lady Gaga. She is however an artist that follows the mainstream perception of all artists within the Reggae genre.
Subculture Theory:
(Grant McCraken:)
Grant McCraken believes the postmodern world is full of diversity, dynamism and creativity. McCracken says that if we look at the array of values, and ideologies then we can’t say all sub cultures come from one culture.
(CCCS:)
CCCS’s view ignores this. It assumes that all subcultures come from one culture (reaction to mainstream).
(Hebdige:)
Hebdige came to the conclusion that although some people think subcultures only appear to be different but deep down they are the same, he says if you look deeper, there is enough richness to warrant renaming ‘subcultures’ as ‘little cultures’.
As a result of this many groups are involved in protest and resistance against the mainstream. Also it does not take into account the fact that teens will often move between subcultures, and older youths mix and match styles/values from a mix of subcultures. Or that adults can appear to conform for most of the working week, but re-enter the subculture at specific time (weekend, festivals etc.)
Ultimately, the CCCS approach is out of date because in the 21st century the mainstream are crumbling. “There is no mainstream, there are many streams.” Mainstream is changing all the time and it is absorbing alternative culture at such a fast rate that the idea of a mainstream doesn’t exist. So if there is no mainstream then there is nothing for teens to react against instead they are driven by other motives and these must be understood on their own individual terms.
In conclusion to this 'Shani' does follow the mainstream perception and as a result of this is now becoming successful within the music industry and especially the reggae genre.
How can a music video help to show an artist’s image?
A music video with all artists is used as a tool for consumers to get to know their idol. It is used as a way of drawing consumers into what artists are perceived as and what makes them so likable. Music videos are also used as a marketing tool which will help boost record sales. Different artists use different methods in the way they are perceived in their music videos and how they want to be shown to consumers, as well as what the artists record label wants them to be represented to. These different methods include;
-Clothing
-Props
-Lyrics
-Genre
-Hair and Make-Up
-Choreography
-Lighting
-Body language/Facial expressions
Britney Spears stared in her first music video was when she was just 16 years old, ‘From the Bottom of My Broken Heart’. The reason I chose to research Britney Spears was because she has always been in the public eye from a young age and was seen as a quiet, innocent young girl. However this perception and once reality has now changed and Britney’s image has been tarnished increasingly as her career has progressed. In the music video ‘From the Bottom of My Broken Heart’ Britney is portrayed to the audience as a young, innocent, sweet girl. From the setting of the video and the way she is dressed showing hardly any skin you are able to see that at that time she was the opposite of a sex symbol to which she now has now become. In the opening of the video she is dressed all in white which is a representation of purity and virginity. This perception has now changed of Britney when record sales of ‘From the Bottom of My Broken Heart’ were not as high as planned. This was then when her music label decided to play with her image to make sales rise. In the music video ‘Baby One More Time’ Britney is still portrayed as a young teenager in her school uniform, however a lot more skin is on show edging her towards a ‘good girl gone bad image’. This decision went in favour for Britney and her record label because it was the song that got Britney recognised making her a pop icon. This is proof that Dyer’s Star Theory is true as record sales increased significantly based on what the artist was wearing in each of her music videos. As a result of this she was able to target a much wider audience from the clothes she was wearing. One of the main points Dyer has addressed is that ‘A star is an image, not a real person that is constructed out of a range of materials, for example; advertising, magazines as well as films and music etc. In this case Britney is portrayed as an object and being liked for her appearance and not her music which is a reflection that a star is an image and not a real person as in this case her looks where more important to consumers and her music label then her actual music was.
After analysing ‘From the Bottom of My Broken Heart’ and ‘Baby One More Time’ I then went on and decided to analyse ‘Slave for You’. This music video was released in 2000 so it shows her career further down the line and how far she has become from an innocent young girl to a sex symbol. The lyrics of ‘Slave for You’ as well as costumes and setting have changed and are the opposite of the other two videos I have looked at. The clothes have changed vastly, she was wearing all white in the opening of the music video ‘From the Bottom of My Broken Heart’ and in ‘Slave for You’ she is wearing underwear over her jeans. This again represents her public image and what type of target audience she will attract from a music video like that. This again creates a link between Dyer’s Star Theory as again the artist is being portrayed as an object and not a real person. Her music videos are based on her outfits/appearance which indicates that without appealing to a wide market through looks the music being marketed to an audience would not be as successful.
Goodwin’s Theory: (Goodwin has 7 points in his theory about music videos)
Music videos demonstrate genre characteristics.
There is a relationship between lyrics and visuals.
There is a relationship between music and visuals.
The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which recur across their work.
There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body.
There is often intertextual reference.
Whether the music video is primarily performance based, narrative based or concept based and how elements of each is used within.
All of Britney Spears’s music videos demonstrate genre characteristics because she is always doing a dance routine throughout her videos which relate back to her being the girl solo artist she is known for. Especially in pop music all artists are expected to dance as well as this pop music is also associated with upbeat music that consumers will be able to dance to. Moreover some of Britney Spears’s music videos demonstrate a relationship between lyrics and visuals. For example in ‘Piece Of Me’ Britney is talking about paparazzi and how they are always after her for a photo or picking on her through tabloid headlines. In the music video there is reference to paparazzi taking photos of her and headings in tabloid papers which the audience can see. However in ‘Baby One More Time’ there is no link between the lyrics and visuals in the music video. The lyrics have nothing to do with a school where the music video is set. This is also the case for music and visuals that I have picked up on from looking at a number of different music videos Britney Spears has done.
There is a demand that the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. In ‘Womanizer’ there is a close up of a Nokia phone. This shows that record labels promote branded products while promoting their artist to consumers at the same time. There is also frequent notion of looking at parts of the female body. Britney Spears is seen as a sex symbol anyway so her record label uses that to their advantage by making sure a close up or panning shot is taken of her body to attract specific market segments.
Genre and Generic Conventions:
The genre Britney Spears follows is Pop, she started off on a TV program in the US where she was recognised with others such as Christina Aguilera and Justin Timberlake
Artists Image:
Britney Spears’s image has changed vastly through the time she has been in the public eye. From her first music video she was portrayed as a sweet innocent young girl fully clothed showing no flesh at all, this image has now changed making her name be associated with a sexual image which has made her become popular within the music industry. All music labels experiment with their artists in order to get the correct image that will sell the most to consumers and for Britney from the very first stage she appealed to a different target audience than others. Following the style that Britney uses other artist such as Christina Aguilera who came from the same TV series as her is now also seen as a sex symbol as well. This leads me to conclude that women need to be portrayed as sexual references in order for sales to be boosted and gain higher revenue for the music industry that represents Britney Spears. Without having looks that consumers find attractive or want to aspire to have the music industry portrays that individuals will not be successful in following the mainstream representation if an artist is not good looking enough. Richard Dyer states that stars depend upon a range of subsidiary media. This means depending on magazines and being promoted through the radio or TV etc which makes an artist’s image appealing if consumer see that big magazine organisations are promoting certain artists.
Target Audience:
Throughout the career of Britney Spears a number of different target audiences have been targeted through the use of promotional material and aspects that influence a specific group of people to enjoy something an artist produces. As Britney first started out she appealed to teenage girls and boys. All the young girls aspired to be like her whereas all the young boys wanted her to be their girlfriends. This shows how popular she was when she first entered her career as a music artist. When 'Baby One More Time' was released Britney was then recognised for being a creditable artist. Following this as her career progressed her target audience started to change as she became more of a sex symbol then a teenage idol. When 'Baby One More Time' was released Britney's image started to change and it went in her favour, ever since that video all the others that has followed has made her popular within all market segments. Even though Britney's managers decided to portray her as a sex image young teenagers never stopped aspiring to be like her, which is why she has such a strong fan base that has stuck with her throughout her personal life as well as her music life. Again this links in with the same point from Dyer’s Star Theory as again artists do rely on the media in order to be promoted to the public which suggests that consumers by into an artist from each type of media that interests them.
In my opinion Britney and her managers chose to reinvent her image to make her more appealing to a wider target audience. By doing this they were able to keep the interest of the teenage segment while appealing to a male segment from being a sex symbol. In conclusion to this through the music she was producing she was able to keep the interest of her existing fans and was then able to create new fans by using the production of her music videos as a form of promoting her new images.
All of the research I have conducted has made me decide on the artist I would like to use for the making of my own music video. I have decided to use a mainstream artist who's name is 'Shani', she sings the song hold me. It is important to get an artists image correct so that he/she is not portrayed as something they are not. If this does happen then consumers may feel cheated in the artist they have supported which is why it is vital to get an artists image correct.
Dyer's Star Theory
All of Britney's videos represent her in a way that allow her to build a relationship between the audience watching her video and herself as an artist. Britney has always been in the public eye and has portrayed different representations that others can relate to more so than others. In the music video 'Slave' Britney is portrayed as a sexual object. The audience are able to tell this from the costumes of the artist and the backing dancers. It is also clear from the scene and tone of editing throughout the video which leads consumers to create a link between the artist and what she is portraying. In her earlier music videos 'Baby One More Time' and 'From the Bottom of my Broken Heart' she is portrayed as a young teenager who is just being established whereas in 'Slave' the audience can see she is no longer you young innocent teenager anymore. This leads me to conclude that the artist now can be seen as a product rather than an artist that is recognized for her music. As well as this Britney has become such an ordinary however extraordinary person as fans always have a view into her life. She can be seen as an ordinary mother and an extraordinary artist who has been very successful.
From the points I have picked out above I have also talked about Dyer’s Star Theory and how different elements of his theory are used more than others in order to create a perfect image/perception of artists in today’s society who follow the mainstream representation.
All of Britney's videos have meaning and some videos have tarnished her image whereas others has made her a success. An example of a video which has had an impact on her career was 'Oops I did it Again'. This music video has been used as a thing of the past that has made Britney's career face negative reviews and has been used as a tool of referencing a bad video. Having said that videos such as Slave and Toxic have been a massive success within the music industry and has made her career fall back on track.
Dyer's Star Theory:
Dyer has written extensively about the roles of stars in film, TV and music.Irrespective of the medium, stars have some key features in common:
A star is an image, not a real person, that is constructed out of a range of materials (e.g advertising, magazines etc as well as films and music.
Stars are commodities produced and consumed on the strength of their meanings
Stars depend on a range of subsidiary media for example; magazines, TV, radio and the internet in order to construct an image for themselves which can be marketed to their target audiences.
The star image is made up of a range of meanings which are attractive to the target audiences.
Fundamentally, the star image is incoherent, that is incomplete and ‘open’. Dyer says that this is because it is based upon two key paradoxes.
Paradox 1:
The star must be simultaneously ordinary and extraordinary for the consumer.
Paradox 2:
The star must be simultaneously present and absent for the consumer.
The Star Image:
The incoherence of the star image ensures that audiences continually strive to ‘complete’ or to ‘make sense of’ of the image.
This is achieved by continued consumption of the star through his or her products.
In the music industry, performance seems to promise the completion of the image, but it is always ultimately unsatisfying.
This means that fans will go away determined to continue consuming the star in order to carry on attempting to complete their image
Finally, the star image can be used to position the consumer in relation to dominant social values (that is hegemony).
Depending upon the artist, this may mean that the audience are positioned against the mainstream (though only to a limited degree, since they are still consumers within a capitalist system) or within the mainstream, or somewhere in between.
“In these terms it can be argued that stars are representations of persons which reinforce, legitimate or occasionally alter the prevalent preconceptions of what it is to be a human being in this society. There is a good deal at stake in such conceptions. On the one hand, our society stresses what makes them like others in the social group/class/gender to which they belong. This individualizing stress involves a separation of the person's "self" from his/her social "roles", and hence poses the individual against society. On the other hand society suggests that certain norms of behaviour are appropriate to given groups of people, which many people in such groups would now wish to contest (e.g the struggles over representation of blacks, women and gays in recent years). Stars are one of the ways in which conceptions of such persons are promulgated.”
-There is a relationship between lyrics and visuals.
-There is a relationship between music and visuals.
-The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
-There is frequently reference to notion of looking; for example, screens within screen, telescopes etc. and particularly voyeuristic treatment of the female body.
-There is often inter-textual reference.
-Whether the video is primarily performance based, narrative based or concept based and how elements of each is used within.
Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Rout ledge 1992)
Damian Marley: I will be applying Goodwin's Theory to the research I have carried out using the points of the theory that apply were applicable.
When an artist is going to release an album it is vital that music and visuals match. For example; a reggae artist such as Damian Marley will need artwork that can be associated with the type of music he produces. As a result of this him and his producers will need to choose the right style for his artwork on any album cover as it will determine whether or not the product will sell to consumers or not as well as appeal to them. Damian's lyrics are very meaningful, this means that any type of artwork that is associated with him has to be correct in order to attract the right market segment. From the album cover 'Welcome to Jamrock' the music fits in with the visuals due to the feeling and impact the image gives off. 'Jamrock' is referred to in the song as 'Jamaica'. In some parts of Jamaica there are places that are rougher than others and have a bad reputation as well as attracting the wrong attention. In the song he refers to his hometown and when he was growing up. This allows the audience to relate to him and make him likable to all different types of target audiences that enjoy reggae music and come from the same background.
In conclusion to this 'Welcome to Jamrock' follows Goodwin's Theory, however 'Road to Zion' has no relation of music and visuals. 'Road to Zion' artwork gives nothing away to the audience this means that there is no indication of what the song is about. This may go in favor of record sales due to the fact that it will leave consumers wanting to know what kind of song Damian Marley has just released. On the other hand it may have a negative impact and decrease sales due to spending habits of different consumers. Finally, the last album cover I analyzed was 'Return of the conquering Lion'. This album cover shows a softer side to Damian as he is smiling in the main image. Having said that there is another image of Damian showing no emotion which can give two different perceptions. This has lead me to conclude that Damian has two sides to him, one side where he is not at work and the other where he is the performer.
There may be some forms of inter textual reference referring back to other products etc. In the lyrics of any artists items are compared and sometimes referred back to as a form of comparison.
Freddie McGregor:
Freddie McGregor relates the artwork of his albums with the lyrics in the song. Music and visuals plays an important part in any artist’s promotional campaign. If an album cover doesn't look good to a consumer then the consumer will automatically assume the product is not worth looking at or buying. This will then have a negative impact on record sales due to the lack of promotion of the product. This leads me to conclude that in order to achieve customers wanting to buy an artist’s product the artwork used on the cover must immediately capture the consumer to make them want to purchase that good. Freddie's first album cover which is 'Don't want to be Lonely' is very expressive and indicates a link between the title of the song and the body language Freddie is showing in the picture. Moreover Freddie is shown with his hands held out in front of him to show a welcoming, warming attitude. This links in with the title of the song because he doesn't want to be lonely in which case he is holding out his hands. As a result of this consumers will have a rough indication on what the song is about and what the lyrics may consist of.
While taking all of this into consideration, it will put into perspective what I will need to produce and the work I will need to carry out in order for my album cover designs to be a success. The main points at this stage I will need to think of are the following;
Actors for Artist
Narrative of Shots
Locations
Costume
Positioning of Characters
The lyrics in the song I have chosen to create as a music video are very emotional and refer back to relationships, lust, love and sex. This means that it would be appropriate for their to be a male role in the making of my music video. Having said that it may be more effective to just focus on the artist as she does talk about problems within the relationship. In conclusion to this I feel it will beneficial to the narrative storyline if there is a male role being played in the video. Moreover, narrative of shots means carrying out research on other music videos in the same genre and identifying what kind of shots are used. This will then give me a good idea on what I will need to include in my music video.
The positioning of the artist will depend on what location the video is being filmed at. An example of one body positing will be on the bed covered in silk cream sheets, she will be in a cream one shouldered dress with straight hair done and very natural make-up with red lipstick. Her body will positioned so that her arms are flowing to the music and her body is inviting in order for the artist to attract the male audience, having said that she will not be positioned dis-tastefully so that again the female segment can also be attracted to the artist.
These different elements include the use of costume, lyrics, dancing, the artist being well known within the Pop industry as well as the overall feel of the music video that is portrayed to consumers of being a Pop video. The different costumes throughout the video that are used show that the artist is outgoing and likes to be involved with the production and making of the music video no matter what costumer she has to wear. This is another thing that draws in consumers and makes them want to know about the artist and the music they produce. In conclusion to this genre characteristics enable the audience to relate to the song and create a link between the artist and the genre there music is made to appeal to.
Moving on, music and visuals also play a big part in any successful music video and is similar to lyrics and visuals. However, music and visuals is more focused on the use of instruments and what consumers can hear in relation to different tones throughout the music which again also sets the scene for any video. As well as this if music and visuals do not relate then consumers will become confused with what they are watching and may not watch any other material produced by that artist. This will then lead into word of mouth on the different thoughts of the video and in the long term may effect sales and viewings. In Brtiney's video above lyrics and visuals match as well as music and visuals this is because as the song goes on the audience are able to see the narration behind the lyrics and the acting which makes the video seem real. In conclusion to this Britney Spear plays all the different female roles in the video and acts out the name of the song which is 'Womanizer' this makes the song easy to relate to and will attract a wide target audience.
Record labels will include lots of close ups of the artist they are filming for a music video. The reason for this is so that the audience can be clear who the performer is and what song they have just released. In any music video where the artists are playing a role close ups are a form of identifying an artist and showing off what they have just produced. In the video above there are many close ups of the artist and throughout all of her work this has been demonstrated so that a link can be made between the artist and the music they produce. For example in the video above a close up is shown of Britney as she is acting each one of the female roles. This allows the audience to see where the artist is at all times throughout the video. 
In many videos producers display the female body of an artist in a voyeuristic treatment. By doing this as a female artist will not only appeal to females who aspire to be like her but it will also attractive the male market for the apperance of the artist. Throughout the video Britney is shown naked as herslef as quick cuts to break up the different shots in the video.
Then finally, if the video is performance, narrative or concept based. This music video contains all three elements stated above. The video is performance based due to the artist taking part in the production of the video as well as acting out different roles in the video. It is then narrative based due to the storyline of the video which consumers are able to tell from the title of the song, 'Womanizer'. The video shows the same male throughout the video with different women all acted out by Britney Spears. This enables the audience to create a link between the title of the song and the acting in the music video. Moving on, the video is concept based as it is giving a message out to a mass audience which is that men are sometimes 'womanizers'. In conclusion to this the video is very successful with many viewings and sales figures behind the release.
